Riding the AI Wave: Four Ways to Stay Human in a Digital World
I recently listened to Dan Gingiss “The Experience Maker’s” talk on AI’s impact on CX, where he shared four ways AI is reshaping customer experiences: co-creation, emotional intelligence, autonomous journeys, and physical spaces. Each one hit home for me, not just as a trend but as a reminder that technology should always serve people.
Here’s my take on each, woven with stories from the front lines of service transformation.
Co-creation: Partnering with Your Customer
Too often, we launch projects and services hoping customers will embrace them but forget to invite them into the process from the start. AI is changing that. I think back to a client engagement where we built a customer feedback loop right into the pilot phase of a new self-service portal. Every feature, every button was refined based on real-time insights from users. AI can accelerate this, offering a canvas where customers help paint the final picture. But, as I always say, if you're not truly listening, you're just making noise. The most powerful co-creation comes from genuinely valuing the customer's voice and showing them that their input shapes the outcome.
Emotional Intelligence: The Human Touch in a Digital Shell
I’ve spent years reminding teams that empathy is a skill, not just a trait. AI is learning to read tone and sentiment, which is exciting, but it’s not the same as feeling with the customer. In one transformation project, I watched as a frustrated customer received the perfect, data-driven, yet cold response from an AI-powered system. What they really needed was a human who could pause, acknowledge their frustration, and walk them through the solution. Emotional intelligence means using AI to guide us toward those moments but leaving the actual connection to us. After all, people crave understanding, not just answers.
Autonomous Journeys: When the Machine Steers the Ship
The promise of frictionless experiences is real, but so is the risk of losing the magic that makes customers feel seen. I think about a time when we redesigned a service desk workflow to automate ticket routing. Efficiency soared, but so did the complaints. Customers felt like cogs in a machine. We had to slow down, add human check-ins, and reintroduce the small gestures that showed we cared. AI can do incredible things, but it needs human hands to guide the journey and sprinkle in those moments of surprise and delight that build loyalty.
Physical Spaces: AI That Knows Where You Are (and Who You Are)
I’ve always believed that the real magic happens at the intersection of digital and physical. In one of my past articles, I shared how a hotel chain used AI to predict peak check-in times, but the staff still went the extra mile to greet guests with a smile, offering help with bags and sharing local tips. That’s the sweet spot: AI anticipating needs so humans can show up in the right moments. Let’s not let AI overshadow the warmth of human hospitality. A friendly face, a handwritten note, a moment of connection, these are the things customers remember. AI should amplify those, not replace them.
My Takeaway
AI’s real power lies in supporting human connections, not replacing them. It’s easy to get caught up in the promise of the next best tool, but the heart of great service is, and always will be, human.
As we bring AI into our customer experience strategies, let’s not chase trends just to keep up. Let’s focus on the experiences that matter, and the ways we can use AI to make them even more meaningful.
